Is CTV Ready for a Performance Marketing Windfall?

A few million advertisers—give or take—want to know


During the recent IAB Brand Disruption Summit, which was focused on connected TV, a question was posed: How did the space go from attracting a few hundred brands to seemingly millions?

The idea behind this hyperbolic query was the fact that TV advertising has long thrived by catering to the top 200 or so giant marketers. Meanwhile, Facebook and Google have surged to dominance by opening their doors to millions of different advertisers.

For the most part, these advertisers have been drawn to the platforms because of their targeting and ability to deliver on key performance metrics.

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